Tips on developing the perfect brand identity

When a client approaches us to create a new brand identity, or refresh their existing brand, we apply a unique set of skills we’ve built up over the years and use our experience to give them the best brand possible. To help you understand what we do and how we do it, here are some of our tips on developing the perfect brand identity that will make both you and your customers happy.It’s vitally important to get a proper briefIf the client doesn’t spend time developing a brief, then we both end up relying too much on our intuitive ideas of the solution, and accordingly run the risk of ending up with something completely different to what the client had in mind. Our job is to help you build the bridge from where you are, to where you want to be. A well prepared brief gives us all the information, guidelines and references we need to do this.We draw up a strategyA brand means much more than a logo design. Your brand is the personality of your business and should portray your aspirations, establish your presence and attract customers. Before starting work on a new brand identity, we draw up a presentation giving our initial thoughts on the direction you should be going based on your business, your competitors, and the market you are targeting. This gives you a benchmark to gauge whether our initial ideas are relevant.Identify the USPsThe unique selling points of your business are identified at the beginning, ensuring we don’t miss an opportunity to connect with your customers, the audience we are targeting, and the market we are trying to attract. Putting these together means we are already on the road to creating something special. Without these we could end up with little to spur the imagination.We do our researchWe try to discover the personality behind your brand, whether it has any history, and how it’s products or services work. We find out who the target market is and what they want from your business. We also take a look into the routes to market, from both a sales and promotional point of view to ensure we can get the brand into the right places at the right times to maximise its effectiveness.We also ask the client to do their researchWe ask you take a look at the existing brands that you like, noting what they do well and also where they fail. It gives you a better understanding of where you want your brand to be. This way, we can gauge the styles, colours and typefaces that you like, and also the depth of your own design knowledge.We check out the competitionYour competitors brand identity and business personality is there to give you inspiration and to learn from. We examine the logos, the typography, the colours, and the images used by your competitors. Doing this allows us to think differently and create something unique to your business, positioned away from them all. We look beyond the logoYour brand is much more than the name or images used to represent your company. Your brand is the personality of your product, service, and company. It brings about various feelings when your customers interact with it or think about it, ultimately leaving a lasting impression on them.We always remember, the client knows his businessNo matter how much experience we have, the reality is you know your business better than we do. We take the time to understand your expectations, your likes and dislikes, and what you think works best for your brand.We ensure it stands the test of timeWhen you look at some of the world’s most memorable logos, they are normally limited in their colour palettes, use simple typography and are iconic in their design. Following this philosophy means we can create a brand that can evolve over time and can be developed and expanded to meet the growing needs of your business.

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